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NEW WAREHOUSE: The British high street brand Warehouse is polishing its fashion credentials with the appointment of Emma Cook as design director, and Alasdhair Willis to the board of directors.

Willis, a branding expert, will work alongside the management team to relaunch Warehouse and create a new store concept and digital experience. He will retain his role as creative director of Hunter and other consultancy work.

Cook will present her first collection for the brand next year. “I’m really looking forward to helping establish the brand’s new DNA and to championing a new vision for the British high street,” she said. She will report to Warehouse chief executive officer Liz Evans.

Willis said he’s passionate about British brands, “so when one comes along that I see has the potential to do something inspiring, meaningful and relevant to today’s consumer then I get excited. Warehouse has these elements,” he said.

The brand was founded in 1976 with as single store on London’s Duke Street and there are now approximately 350 stores in the U.K., including a flagship in Oxford Circus.

It is owned by Aurora Fashions, which also owns the Oasis and Coast high street chains. The retailer also regularly works with the British Fashion Council to promote young design talent.

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